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Gojek reinforces 2023 strategy with innovations, product variation
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oTo’s on-demand services business, Gojek, held on Feb. 28 the Gojek Outlook special media discussion, which served as a platform to reveal the company’s three key strategies to reach its 2023 profitability goal, which includes an innovation and technology focus and increased partner support for long-term sustainability.
After recording both strong operational and business performance in 2022, the company believes it can accelerate and achieve this year’s profitability target by the fourth quarter.
Catherine Hindra Sutjahyo, the president of GoTo On-Demand Services, said: “The change in consumer behavior when we entered the post-pandemic era in 2022 became a challenge in itself for on-demand services that covered transportation, food delivery and logistics. But on the other hand, we also saw an opportunity for Gojek to keep innovating and meet the demands of our customers.”
Targeted, relevant innovation was key to answering the needs of on-demand service users, which Gojek managed to fulfill and in doing so, contributed to its positive margin of a 31 percent year-on-year increase in gross income in the third quarter of 2022.
“This year, we have prepared three main strategies to maintain our status as the top choice for on-demand services, which will also contribute to the acceleration of GoTo’s profitability,” added Catherine.
The first strategy is technological innovation for customer satisfaction. By optimizing machine learning technology this year, Gojek aims to provide targeted solutions like curated recommendations and promotions for GoFood users.
It is also widening access to and convenience of its services by implementing web-based GoFood orders through Tokopedia, scheduled orders for GoFood and GoBox, faster delivery fee estimates for GoSend and a new draft order feature for Gojek sellers. In addition, Gojek is providing a Priority Allocation feature for its transportation services and updating its promotional scheme for GoPay Coins.
Its second strategy is product variation, which aims to facilitate the growth of different customer segments. One of the leading features for achieving this goal is GoFood’s new Economical Mode, a setting that curates options from strictly nearby sellers to reduce delivery costs and offers discounts to users.
For its transportation offerings, Gojek is expanding its GoTransit service to Solo, Central Java, to improve its multi-fashion mobility for local customers.
It is also introducing premium services like GoCar Luxe and GoRide XL to offer a more comfortable transportation experience for families and special occasions.
In addition, Gojek is launching the GoSend Car logistic service for delivering large cargo of up to 100 kilograms.
The third strategy is meaningful partner support for long-term impact. Gojek is launching a batch of initiatives this year that includes training sessions, support programs and community development to show its commitment to developing its partners that use the Gojek ecosystem.
For driver partners, Gojek is expanding its assistance with the Gojek Swadaya, Bengkel Belajar Mitra and Tips Pintar features on its official app for partners, GoPartner. For its culinary partners, Gojek is launching new learning modules for Komunitas Partner GoFood (KOMAG).
Finally, for its online seller partners, Gojek is bringing the Best Seller GoSend community to the forefront while expanding the variety of its programs to promote members’ products to prospective buyers. All this is intended to help Gojek’s partners provide their best service to customers, which will in turn generate a positive socioeconomic impact for its partners.
In discussing Gojek’s 2023 strategies, panelist Fithra Faisal Hastiadi, a University of Indonesia economist and Next Policy executive director, commented that they highlighted GoTo’s commitment to achieving sustainable business growth.
“It is undeniable that the COVID-19 pandemic heavily altered people’s behavior. Gojek’s strategies that focus on innovating its technology and improving customer experience shows that Gojek understands the current climate and the post-pandemic demand of its customers,” Fithra said.
“If it can maintain the development of these strategies, not only will they support Gojek’s long term growth, but they will also positively impact the digital economy sector and the national economy,” he added.
Gojek’s growth this year is also supported by an increasing trend in post-pandemic use of digital services. According to a study by Google, consumers are keen to intensify their use of digital offerings. The study shows that in the next 12 months, 75 percent of Indonesian consumers plan to continue using online transportation services, 82 percent to continue using online food delivery services and 82 percent to continue shopping online, all of which contribute positively to logistics services.
Appearing by video link at Gojek Outlook 2023, Coordinating Economic Affairs Minister Airlangga Hartarto related the government’s support for Gojek’s efforts to cater to the shifting trend of consumers in the digital age.
“The economical potential of Indonesia is improving, which is seen in the growth of our consumer confidence index. Moreover, the government predicts that there will be economic growth of 5.3 percent this year, bolstered by fundamental recovery in the [national] economy through investments, exports and even consumption,” Airlangga said.
He added that the economy’s good performance was supported by the growth of Indonesia’s digital economy, comprising e-commerce, ride-hailing, online food delivery and other digital services, something that Gojek greatly contributed to.
Airlangga elaborated further that, with the government collaborating with Gojek in the food and transport sectors, he believed these sectors could achieve growth of over US$15 billion by 2025 at a rate of more than 22 percent.
“Because of this, the government greatly appreciates Gojek as the leading provider of on-demand services in Southeast Asia, and we hope that Gojek can continue to introduce innovations that are inclusive, offering digital solutions and partnerships for drivers and MSMEs to meet the demands of consumers after the pandemic,” the senior minister said.
Catherine closed Gojek Outlook 2023 by saying: “Businesses that are independent and products that are developed on the basis of integrated ecosystems will hopefully be the key to Gojek supporting the acceleration of GoTo’s profitability.”
